#SMX #SMXAdvanced @AnnStanley

How to develop an integrated cross-platform strategy

SHOPPING ADS, BUY BUTTONS,

SOCIAL-COMMERCE & REMARKETING

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A bit about Anicca and Ann!

Founded in

2007Team of

24

PPaid

OOwned

EEarned

TTechnical

SMXLondon since

2011

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Your brand website or store

Shopping / Marketplaces

Search SocialOther websites & media sites

NEW & POTENTIAL CUSTOMERS

ShoppingAds

Product feedFeed

Management Software

SocialCommerce

CSE

SALE

Product/ buttons

in ads

Use of shopping ads and buy buttons for ecommerce

1 2 3

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• AdWords updates – Todd and Mona

• Purchases on Google – Todd

• Bing – share is growing due to Windows 10 (21% in USA vs 9% in the UK)

Search1

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Search – Bing Shopping ads vs AdWords 1

PlatformProportion of Impressions

CTR Avg CPCConv. Rate

Cost Per Conv.

Return On Ad Spend

AOV

AdWords Shopping Ads 100% 2.10% £0.22 4.05% £5.54 6.72 £37.23Bing Shopping Ads 6% 0.34% £0.12 4.29% £2.76 16.90 £46.58

B2C - Cosmetics (UK)s

PlatformProportion of Impressions

CTR Avg CPCConv. Rate

Cost Per Conv.

Return On Ad Spend

AOV

AdWords Shopping Ads 100% 1.68% £0.86 3.50% £24.63 2.8 £68.89Bing Shopping Ads 38.8% 0.20% £0.56 1.78% £31.32 1.23 £38.55

B2B – Office equipment (UK)s

• Previous research on Bing PLA’s vs AdWords Shopping has also shown variability by brand and sector (PPC Hero Carrie Albright)

• Lesson learned – you need to test and determine effectiveness

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Share of ecommerce web traffic originating from social2

• Share of ecommerce web traffic from social is still low (but growing rapidly)

• Need to consider

• Sales that happen on the social platforms e.g. F-commerce

• Impact of assisted conversions and uplift form more engaged users that revisit your site via other channels

• Using social as a source of cheaper traffic followed by retargeting with other channels

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Growth in social commerce and social shopping2

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Average order value from social shopping (Shopify)2

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• Research by Adobe shows that although Facebook still drives the most visits to UK sites, Pinterest drives the most revenue per visits

Revenue per visitor by social channel (Adobe)2

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Different types of social commerce and social shopping

• F-Commerce (desktop only) – integrated store from apps like Shopify, Big Commerce, ShopYa, Ecwid etc.

• Buy buttons (in app purchase and website checkout)

• Dynamic remarketing (e.g. Facebook, Twitter)

• Social shopping sites (e.g. Polyvore, Houzz and OpenSky)

You can also consider Shoppable UGC , Shoppable video and ‘conversational commerce’ with Chatbots. Check out this presentation for more information: http://bit.ly/1WUvZ2I

2

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Shop front Category page Product page Checkout Checkout on website

Shop on Facebook (levels of sophistication)2

Hard Graft

Carbon Speed

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Buy buttons - Facebook2

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Buy buttons – Instagram (Shop Now)2

Setup via Facebook:

• Go to your Facebook Business Manager and then your Adverts Manager

• Extend the reach by advertising on Instagram for existing dynamic remarketing ads Requires Product Catalog feed (see subsequent slide on Facebook remarketing)

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Pinterest - Rich Pins

What are Rich Pins?

• Product Pins make it easier for Pinners to

see information about things you sell and

include pricing, availability and buy

location

• It’s a live product feed. This means

everytime you update the price, the pin

updates

Requirements

• Product pins support Open Graph,

Schema.org and oEmbed mark up

• You are required to validate a selection

of product pins before Pinterest approves

a full roll out

2

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Buy buttons – Pinterest (Buy It)

What are Buy Buttons?

• Pinterest Buy Buttons allow a customer to

buy things without ever leaving the

Pinterest app

• Pinterest do not take a cut from the sales

Requirements

• Currently available for US on

BigCommerce, Demandware, IBM

Commerce, Magento and Shopify

• Other providers can sign up to a waiting

list

2

Pinterest has just announced the launch of dynamic remarketing

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• Initially keep product value low for

in-platform purchasing

• Leverage the impulse purchase

• Educate your audience

• For Pinterest tailor boards and pins to a

commercial strategy

• Test and learn!

Practical tips for using Buy Buttons2

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What are Twitter Dynamic Product Ads?

• Dynamic Product Ads allow advertisers to serve Promoted Tweets based on products users have recently viewed on the advertisers website.

• Product feeds will be used by Twitter, and Promoted Tweets will be dynamically created.

Requirements

• Ads API production access

• Dynamic Product Ads permissions

• Tailored Audience Web permissions

• Advertiser accounts enabled for ads on Twitter Audience Platform

Twitter – have “discontinued” their buy buttons in favour of dynamic remarketing product ads!

2

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Top social shopping sites by sector2

Fashion & accessories

Beauty Jewellery & Gifts

Home and Garden

Electronics Other

Art & Gifts

Find professionals

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• Aimed at the fashion and lifestyle market, Polyvore utilises peer to peer influence and visual inspiration to inspire purchase

• There’s 20 million + unique monthly visitors

• 2.2 million products added monthly

• 7.5 billion product impressions a month

• The average user has a household income of £47k

Social shopping sites – example Polyvore2

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• Interior design and architecture social shopping site

• 40 million active users

• 90% of users are homeowners, 74% plan to decorate and 40% plan to build or renovate

Social shopping sites – example Houzz2

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• Google Contextual Dynamic Creative for display ads (Beta in USA)

• Ad Serving – paid display using technology such as Double Click, Flash Talking, Sponge Cell etc.

Products and price buttons in display ads3

Example from Flash Talking

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Buy buttons in Trueview ads3

Click from TrueView video ad

to the merchant website

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Your brand website or store

Shopping / Marketplaces

Search SocialOther websites & media sites

NEW & POTENTIAL CUSTOMERS

ShoppingAds

Product feedFeed

Management Software

SocialCommerce

CSE

SALE

Product/ buttons

in ads

Additional sophistication of adding remarketing

4 5

Remarketing layer

7

6

#SMX #SMXAdvanced @AnnStanley

Use “honeypots” to get visitors to your site at a low cost –so you can create a remarketing audience in Analytics

4

Create remarketinglists in Analytics

Your site

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• Use “honeypot” content to attract potential customers to your site

• Use utm codes on all links, so you can create remarketing audiences in Analytics

• Use remarketing audiences in conjunction with Shopping Ads to target these users with increased bids when they are proactively buying

• Particularly powerful when Shopping ads CPC is high or ROAS is low

• This strategy allows you to focus budget on previous visitors to your site, as they are more likely to convert

RLSA for shopping with traffic from search, social or display

4

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• Need to use Facebook’s own retargeting tags

• Test different ad formats and use the ad templates

• Overlay additional audience targeting over your remarketing audience

• You can use you Google feed or feed management software to create the catalog

Facebook dynamic retargeting with traffic originally from search, social or display

5

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Dynamic remarketing in display ads with traffic from search, social or display

6

• Create display campaign for dynamic remarketing linked to your shopping feed (Merchant Center account)

• Use dynamic ad unit(s) picked from the ad gallery (with choice of sizes, format, text options)

• Overlay with your Analytics remarketing audience (and select “target and bid” option)

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Examples of feed management software7

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• Support multiple platforms - allowing easy expansion into new channels - Google/Bing, Shopping comparison engines (CSE), Affiliate feeds, Social Commerce, Marketplaces (eBay, Amazon etc.)

• Easy to set-up – you create one “feed-in” (usually your Google Shopping feed) and the software creates multiple “feeds-out” (bespoke for each specific platform)

• Some offer creation of dynamic AdWords text ad with parameters e.g. price inserted from feed for a specific SKU

• Bid management – including rules based

• Reporting by product, category, brand etc.

• Manual adjustment of feed content tailored for specific platforms i.e. allows you to modify content outside of website

• Large choice of software suppliers - some with low entry costs, and some with orders back from Market Places

Why you should use feed management software7

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When to implement:

• If you want to expand beyond AdWords to 1 or more additional channels (e.g. Bing, Social, CSE, marketplaces and affiliate marketing)

• If you need to modify the content of the feed but cannot make any changes via the website

• Due to low entry cost of feed management software - it can save significant time as compared to manually modifying your feed fro each channel

Price of feed management software:

• Software packages from $75 - $5,000+ per month

• Many charge for each additional channel

• Some charge a percentage of sales (especially software for managing marketplaces)

When to implement feed management software and how much will it cost

7

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